AVX Digital Partners With Grafton Apparel For Black Friday

The leading Canadian retailer of men’s dress apparel Grafton Apparel partnered with AVX Digital to increase their sales through their digital marketing techniques.

Although Grafton Apparel is a known and trusted brand across Canada, they wanted to take advantage of the Black Friday week. So, they collaborated with AVX Digital to benefit from their experience in digital marketing.

Google Partner AVX Digital used expanded, automated AdWords campaigns to boost ROAS and conversion rates, and collared key holiday shopping revenue for men’s clothing retailer Grafton Apparel.

The Texas-headquartered agency showed Grafton Apparel the AdWord campaigns that would augment the number of customers online and in-store on Black Friday.



  1. Efficiently capture critical Black Friday sales traffic.
  2. Increase online revenue by reaching and winning customers new to the Grafton Brands.
  3. Increase foot traffic in stores by leveraging AdWords offerings, Dynamic Search Ads, Product Listing Ads, the Google Display Network, and Dynamic Remarketing.

The Strategy

Paid Search Advertising

AVX built out target display, Shopping, and Dynamic Search Ad campaigns along with better optimized branded campaigns to increase customer impressions by 842% for Black Friday week.

Google Analytics

AVX increased total YoY revenue 208% of Grafton Apparel by using data from Google Analytics to determine which campaigns and products drove the most revenue and built ads featuring them.

The Results

2,809% – Higher Average ROAS across three brands
225% – YoY Increase in Transaction Volume
62.70% – YoY Increase in E-commerce Conversions
208% – Increase in Total YoY Revenue
842% – Increase in Customer Impressions



Lenirose Espiritu, Vice President of Marketing at Grafton Apparel said,

Our efforts on Black Friday contributed to our biggest e-commerce day yet.

About AVX Digital

Featured in Forbes, Entrepreneur, Huffington Post & one of Inc’s 5000 fastest growing companies, AVX Digital offers web development, search engine optimization, paid search marketing, social media management, and creative & production services.